Innocent in ad drive for smoothies

Innocent has launched a £3.6m ad campaign, its biggest marketing initiative to date, to highlight the 100% fruit content of its smoothies.

The campaign, which launched yesterday (12 September), was created by Swarm@RKCR/Y&R, and by Innocent's in-house team. It spans across TV, outdoor, digital and radio.

Running until the end of the year, the TV ad features an array of fruit falling from the sky into an Innocent smoothie-shaped bottle.

The copywriter and creative director on the campaign were Innocent co-founder Richard Reed, and Dan Germain, creative director at innocent. Art direction was handled by Joe Fitzgerald at Swarm@RKCR/Y&R. The ad was directed by Helen Downing. Vizeum handled the media planning and buying.

Using the strapline, "The fruit, the whole fruit and nothing but the fruit", the ad aims to promote its healthy blend of only whole crushed fruits and juices, to provide two of the recommended five-a-day.

Thomas Delabriere, marketing director at Innocent Drinks, said: "All our smoothies are a delicious blend of whole fruit and juices, and nothing else – no concentrates, additives, or any other nasty bits, which means that as well as tasting good, they are good for you too."

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